SANTA PAULA, CA -- Calavo Growers Inc. and the California Milk Advisory
Board announced June 7 that they have partnered to cross promote two of
California's more identifiable agricultural products: fresh California avocados
and California cheese.

One million instantly redeemable coupons for 55 cents off any purchase of
"Real California Cheese" will be affixed to Calavo avocados sold by the bag.
Calavo Growers markets avocados to the trade in a variety of ways; bags are
one of those ways, and they have a real value appeal to the consumer. Calavo
avocados in bags are widely available in supermarkets and club stores around
the country. Calavo Growers is currently featuring California avocados in its
bags.

The California Milk Advisory Board is a state organization that was created to
increase consumption of California dairy products, and although its major
emphasis is in promoting “Real California Cheese,” it promotes other
California dairy products as well.

The milk board has conducted coupon programs like the one with Calavo
Growers Inc., and the redemption rates for these programs have been
significantly higher than what one would expect from a cross-promotion
coupon. While coupon promotions normally redeem at a 2 percent rate, the
program with “Real California Cheese” has produced redemption anywhere
from 6 percent to 14 percent.